Anatomy of a Strong Marketing Blog Post
When it comes to blogging and content generation, everyone has their own technique. However, there are a few things that many of the most successful posts and blogs share in common. Here is our breakdown of the anatomy of a strong marketing blog post.
A Catchy Headline: Think back, way back, to the days when print newspapers rested on every doorstep. What’s the first thing you did when you opened up the morning paper? Well you probably started separating it. But after shedding the pesky coupons and setting aside the comics section you most likely flipped back to the front page and began scanning the headline. That’s because headlines, like book covers, are how most people decide whether or not to read on to page six or to skip to the next article.
The same is true in the digital world. When it comes to choosing which link to follow and what content to peruse, consumers click-through to the content which is most appealing; often times the only information they have to base this opinion on is your title or headline if you will. A strong headline should draw a reader in by stimulating their mind or emotions. Some of the most successful headlines appeal to a reader’s curiosity. It is just as important to incorporate as much clarity and appeal into a headline as a target keyword.
The Visual Aid: I’ll admit, I have clicked on an article based solely on the lead image, and I would bet that you have too, at least once. Every good article has visual stimuli, whether it’s a chart, a graph or simply a leading photo. Today, most online content utilizes stock photos as their visual stimuli which is a great resource, but can also lead to a large amount of repetitive and redundant imagery, especially when you’re topic is something conceptual or niche. One way to circumvent this is to incorporate customized infographics into your written content as visual aids. Another strategy is to choose your stock photos which offer a different perspective on the topic or compliment your written content in a more unique way. You can add a bit of humor to an otherwise dry topic by choosing a clever photo, or you can add weight to a serious piece by selecting an image that reflects that tone. Don’t be afraid to think outside of the box and take some creative license when selecting lead photos, it often pays off by encouraging readers to click-through.
A Stout Physique: Historically when it comes to social media content, it pays to keep content short yet robust. The attention span of the average online reader is much shorter than many writers realize, and while the content may be brimming with valuable details and information, the lengthier an article is the less likely your readers are to finish it. Now, that’s not to say that shorter posts are always better. The key is to have applicable, valuable and poignant information throughout your posts, and to know when to pull back when you start getting longwinded or repetitive. It is also helpful to incorporate a few good tidbits that readers can take away from your content and potentially share with others. Quotable text is a great way to improve your content’s odds of being shared.
The Call to Action: As marketers, the purpose of any content is to drive interest in the product and elicit action from readers. That’s what makes a well-crafted call to action such a vital component of the marketing blog’s anatomy. The call-to action should, like your post, be informative but not overwhelming. Keep it simple and direct to avoid deterring from the body of the article.
Do you have a content marketing plan in place for your insurance agency? Neilson Marketing Services offers insurance-specific off-page and on-page content created by insurance professional writers for agencies, MGAs, wholesalers, Program Administrators, and insurers. Contact us today to discuss setting your business up with a customer content marketing plan.